Part 50 - AI-Buddy ....How do we build internal links?
Internal links tie the knowledge together and help the reader move forward.
We have now built theme pages.
We have organized the content into theme clusters.
We have worked with technical terms that make knowledge more precise.
And we have seen how cornerstone content can give a subject area a solid foundation.
But knowledge needs connections.
An article can be very good on its own. But often the greatest value comes when the reader can move from one explanation to the next and gradually build a greater understanding.
This is where internal links come in.
An internal link connects one page on a website to another page on the same website.
Technically this is simple.
Academically it is far more interesting.
Because a good internal link doesn't just say:
“There is another side here.”
It says:
"This knowledge is related to what you are reading now – and here you can understand more."
Internal links thus become part of the knowledge architecture.
They help people navigate, show professional
relationships and can make the website's structure clearer to search engines and other systems that find and analyze information.
But that doesn't mean that the most links are the best.
A good internal link should have a reason to be there .
Magne & the Friend
Magne
Friend...
Now we come to something I've been doing on websites for many years.
Internal links.
This can't be that difficult, can it?
The buddy
Heh heh.
How did you do it?
Magne
I highlight some words.
Press the link button.
Find the page.
And insert the link.
Ready.
The buddy
Technically, you are absolutely right.
But why did you choose that particular page?
Magne
Because...
Did it have anything to do with the topic?
The buddy
There the interesting part begins.
A link should have a task
Magne
So it's not enough that two pages are about roughly the same thing?
The buddy
Not necessarily.
We should ask:
What does the reader get in return for following this link right here?
Magne
Example?
The buddy
Let's say we write:
“Cornerstone content often serves as a central hub in a larger thematic cluster.”
If the reader is not familiar with the term theme cluster , we can link to the article:
How do we build theme clusters?
Magne
Because it helps the reader understand the term we just used.
The buddy
Yes.
The link has a professional function.
We build paths between knowledge
Magne
In the previous article, you called internal links the paths between knowledge.
The buddy
I like that picture.
Imagine that each article is a place.
Without roads, every place could be amazing.
But it is difficult to move between them.
Magne
And internal links build the roads?
The buddy
Yes.
But we don't want roads everywhere just because we can build them.
Magne
Heh heh.
Then we get a rather chaotic roadmap.
The buddy
Exactly.
We build connections where they actually help someone move forward.
Where should we link?
Magne
Is there a rule for where in the text the link should be placed?
The buddy
The most important rule is quite simple:
Where the link is relevant to what the reader is currently trying to understand.
Magne
Not just a big list at the bottom?
The buddy
A list of further reading may be helpful.
But it does not necessarily replace contextual links within the text.
Magne
Why?
The buddy
Because a link in the right context can tell the reader why the next article is relevant.
If we are writing about how knowledge is organized and mention information architecture, we can link exactly where the term becomes important.
Then the connection arises in the context .
What should be in the link?
Magne
I've used "Read More" quite a bit.
The buddy
It has half the internet too.
Heh heh.
Magne
Is that wrong?
The buddy
Not necessarily in all contexts.
But there are often better alternatives.
Compare:
Read more
with:
Read how we build theme clusters
Magne
The second one tells me what I actually get.
The buddy
Exactly.
The link text should be understandable and describe the goal well enough for the reader to assess whether the link is relevant.
It is also useful for accessibility and for systems that analyze the connection between pages.
Should we use the full article title?
Magne
Does this mean we should always use the entire title of the article as link text?
The buddy
No.
It would quickly become unnatural.
The link text should fit into the sentence.
Magne
So we can, for example, write:
"This is closely related to how we build thematic clusters around a subject area ."
And link the relevant words?
The buddy
Yes.
Then the text describes the connection naturally.
How many internal links should we have?
Magne
Then comes the question everyone wants a number on.
How many internal links should an article contain?
The buddy
And the answer is, of course, annoying.
Magne
I knew it.
The buddy
There is no one right number that fits all articles.
A short article may need a few.
A comprehensive professional article can naturally have several.
The question should not be:
“Have we reached the right number of links?”
But:
"Are there places where a relevant link would help the reader further?"
Magne
So again we end up with the human first.
The buddy
Yes.
It's almost becoming a habit.
We need links both ways.
Magne
If a cornerstone article links to an in-depth article, should the in-depth article link back?
The buddy
When it's useful, yes.
Imagine that a reader comes directly to a highly specialized article from a search or an external link.
Then a link back to the basic article can provide the necessary context.
Magne
So we don't just build:
Main article → immersion
but also:
Immersion → greater context.
The buddy
Just.
Knowledge doesn't just need one direction of travel.
What about old articles?
Magne
When we publish a new article, we can of course link to old articles.
But what about the old articles?
The buddy
Therein lies one of the most important tasks.
When publishing new content, we should ask:
Which existing articles should now link to this new knowledge?
Magne
So publishing doesn't end when the new article is published?
The buddy
No.
The new article will be included in the knowledge network.
This may mean we need to go back and update existing pages.
Internal links can reveal gaps
Magne
Can link building tell us something about what content we are missing?
The buddy
Absolutely.
Imagine that we are writing an article and keep wanting to explain the same concept.
But we don't have a good site to link to.
Magne
So maybe we're missing an article?
The buddy
Yes.
Internal links can therefore help us discover knowledge gaps .
Magne
That was interesting.
So linking is not just about organizing what we already have.
The buddy
No.
It can also help us understand what we should build on .
And what does this mean for search and AI?
Magne
Then we must address that question as well.
What do internal links mean for Google and AI?
The buddy
Internal links have long been important to how search engines discover pages and understand the structures and connections of websites.
But we should still be careful with simplified recipes.
Magne
No "post seven internal links and AI loves you"?
The buddy
Heh heh.
No.
And when we talk about generative AI systems, there is also no universal rule that a particular internal linking structure guarantees that the content will be retrieved or used.
But good links make the relationships between content explicit .
Magne
So:
This page is about this.
And this knowledge is connected to that knowledge.
The buddy
Yes.
This creates a clearer information structure.
And that is valuable in itself.
Academic specialization
Internal links are part of information architecture
Internal linking is often mentioned within SEO, but its function is much broader.
Links are a fundamental part of how the web works.
On a single website, internal links contribute to navigation, content discovery, and establishing connections between pages, among other things.
When used consciously, they also become part of the website's information architecture .
Navigation menus show the overall structure.
Theme pages organize the subject areas.
Topic clusters show groups of related knowledge.
Internal links can then create more detailed connections between the individual knowledge elements.
Navigation links and contextual links
It is useful to distinguish between different types of internal links.
Navigation links help the user navigate through the overall structure of the website. They are found in menus, breadcrumbs, and other fixed navigation elements, for example.
Contextual links are located within the content itself and connect a relevant point to another relevant page.
Both have value.
But in a universe of knowledge, contextual links are particularly interesting because they can express professional relationships .
A link from a discussion about topic clusters to an article about cornerstone content tells us that the two concepts have a relevant connection.
The link text provides context
The clickable text in a link is often called link text , or anchor text in English.
Good link text should help the user understand what is on the target page.
Generic formulations such as "click here" or "read more" may work in some contexts, but in isolation they provide little information about the goal.
Descriptive link texts provide more context.
That doesn't mean we should squeeze identical search phrases into all links.
The link text should first and foremost be natural, relevant, and understandable in the sentence in which it appears .
Accessibility is also part of good linking
Descriptive link texts are not just a matter of content strategy.
They are also important for universal design.
Users navigating with assistive devices, such as screen readers, may encounter links without the same visual context as other users.
A series of links that are all called "read more" may not be very informative.
A link text that describes the destination makes it easier to understand what happens if the link is activated.
Good internal linking is therefore also about usability and accessibility .
Links should follow the need for knowledge
There are many technical analyses of link structures, but in a professional universe of knowledge, we should maintain a simple editorial principle:
Link when the connection adds value.
It may be because the reader:
need a definition,
needs background knowledge,
wants immersion,
need a concrete example,
or should understand how the topic fits into a larger context.
The link then has an educational function.
New articles should be linked to existing knowledge
An often overlooked part of internal linking is the work that happens after publishing .
When a new article is published, we shouldn't just ask which old pages the new article can link to.
We should also ask:
Which existing pages should now link to the new article?
This creates a living universe of knowledge.
New knowledge is not simply superimposed on old knowledge.
It plugs into it .
Avoid link inflation
If almost every sentence contains a link, the result can become cluttered and difficult to read.
Too many competing choices can also make it unclear which path forward is actually relevant.
Therefore, internal linking should be edited in the same way as the text itself.
We don't just ask:
Can we link here?
We ask:
Should we link here?
That small distinction is crucial.
Internal links and machine understanding
Links are explicit connections between documents.
Search engines have long used link structures as part of their efforts to discover, navigate, and understand web pages.
How different AI systems retrieve and use web content varies, and the methods are evolving rapidly.
Therefore, we should avoid claims that a particular linking strategy automatically provides better visibility in AI-generated answers.
The robust principle is simpler:
Good internal linking makes your website's professional connections clearer.
It is useful for humans navigating the knowledge and at the same time creates a more explicit structure for machine systems analyzing the website.
When should we create an internal link?
The link should solve a knowledge need
Situation | What does the reader need? | What can the link do? |
A technical term is introduced | A more thorough explanation | Lead to a definition or in-depth article |
Background knowledge is missing | Larger context | Lead back to basic or cornerstone content |
A sub-theme is mentioned | Opportunity to go deeper | Lead to a specialized article |
An example is discussed | Documentation or elaboration | Lead to a relevant case or technical article |
Themes overlap | Understand the context | Connect different theme clusters together |
New knowledge is published | Updated path through content | Link older relevant articles to the new page |
A knowledge gap is discovered | An explanation that still doesn't exist | Highlight the need for new content |
From weak to strong internal linking
Small differences can give the reader much better guidance.
Weaker solution | Better solution | Why? |
Click here | Read how we build theme clusters | Tells what the link leads to |
Read more | Immerse yourself in how technical terms are used | Provides professional context |
Many links without clear purpose | Fewer, relevant links | Reduces noise and clarifies choices |
Only links from new to old articles | Links are considered both ways. | Integrates new knowledge into existing structure |
Linking mainly based on similar words | Linking based on professional relevance | Make connections more meaningful |
The same unnatural link text is repeated | Natural and descriptive link text | Provides better language and context |
All links are collected at the bottom | Relevant links are also used in context | Provides assistance when the need for knowledge arises |
Technical terms
Key concepts when building internal links
English technical term | Explanation |
Internal Link | A link from one page to another page on the same website. |
Internal Linking | The work of establishing relevant connections between pages on the same website through links. |
Anchor Text | The visible and clickable text used to represent a link. |
Contextual Link | A link that is placed within the content where it has a natural academic or informational context. |
Navigational Link | A link that primarily helps the user navigate the website structure, for example through main menus. |
Breadcrumb Navigation | A navigation structure that shows where a page is located in the website hierarchy and often allows the user to navigate back to parent levels. |
Link Structure | The pattern of connections that occur through links between the different pages of the website. |
Destination Page / Target Page | The page the user arrives at when a link is activated. |
Knowledge Network | A system where articles, concepts and subject areas are connected through meaningful relationships. |
Knowledge Gap / Content Gap | A relevant question or topic that lacks sufficient content in the existing knowledge structure. |
We have only just begun.
Magne
Friend...
Now I'm really starting to see the big picture.
The buddy
What do you see?
Magne
We started with single articles.
Then we organized them into theme pages and theme clusters.
We defined the technical terms.
We built cornerstone content.
And now we have started building the roads between everything.
The buddy
Yes.
Magne
But then we actually have a new problem.
The buddy
Heh heh.
Of course we have.
Magne
If we continue like this, we will eventually end up with hundreds of articles, terms, topic pages, topic clusters, and internal links.
Then it's no longer enough to plan one article at a time, is it?
The buddy
No.
At some point we have to lift our gaze.
Magne
From the article...
The buddy
...to the entire system.
Magne
Then we need to know which subject areas we should cover.
What already exists.
What is missing.
Which themes belong together.
What content is basic.
And how everything should be connected.
The buddy
Exactly.
Then we move from content production to knowledge planning .
Magne
And then there's only one question left in this section, right?
The buddy
That's it.
How do we plan an entire universe of knowledge?
For friend...
We have only just begun.
Academic background and further reading
This series also builds on my own professional journey through the Web Design study , the eMarketing study , Innovation and Commercialization and professional seminars in San Francisco and Oxford . Here you will find the background, professional environments and experiences that have followed the development from the early years of the web to today's digitalization.
Recommended literature
Developments in artificial intelligence are moving faster than perhaps any other field of study in our time. No single book can provide all the answers, but good books can provide a solid foundation for understanding the technology, the opportunities, and the challenges.
In the KI-Kompis series, we therefore recommend a selection of books that illuminate artificial intelligence from different perspectives – technology, strategy, management, innovation, ethics, digitalization and practical application. Together, they provide a broader understanding of how artificial intelligence affects people, businesses and society.
Click on the book icon to see the full literature overview with recommended books on artificial intelligence.
Recommended books from our library
Content Strategy for the Web (2nd Edition)
Author/authors: Kristina Halvorson and Melissa Rach
Short review
How do you create content that actually helps people – and at the same time supports your business goals? Content Strategy for the Web is considered one of the most influential books in the field of content strategy and digital communications. The book shows how good content does not arise by chance, but through a deliberate strategy where user needs, the organization's goals, structure, work processes and management are closely linked.
The authors take the reader through the entire process – from planning and organizing to publishing, managing and continuously improving content on websites and digital services. Although technology has evolved since the book was published, the principles of quality, relevance, management and long-term content work are at least as relevant in an era where search engines and artificial intelligence assess the credibility and usefulness of content.
Why we recommend the book
At The Invisible Capital, we believe that good content is one of the most important forms of invisible value creation. A website is far more than design and technology – it is the content that builds trust, creates great customer experiences and helps people find the answers they are looking for.
This book is perfect for leaders, communications consultants, content producers, web editors, UX designers, and anyone working with digital services. It shows why a clear content strategy leads to better user experiences, more effective interactions, and stronger digital results over time.
In an era where artificial intelligence is increasingly important in how information is discovered, understood, and communicated, this book is more relevant than ever. It reminds us that technology alone never creates value – it is good, structured, and relevant content that makes the difference.
Don't Make Me ThinkAuthor: Steve Krug
Short review
Don't Make Me Think is one of the world's most influential books on usability and web design. Since its first edition in 2000, the book has helped designers, developers, content producers, and managers understand a simple but powerful principle: Good digital services should be intuitive. The user should be able to complete their task without having to stop and think about how the website works.
Why we recommend the book
This is one of the books that has had the greatest impact on my own work with digital services. Over the years – from SAS and the Norwegian Opera & Ballet to working on Bærum Municipality’s website – the principles in this book have been an important reminder that technology is never an end in itself. The goal is to make everyday life easier for the people who use the services. Despite the fact that the book was published many years ago, the message is just as relevant today.
Internet Marketing & eCommerce
Authors: Ward Hanson and Kirthi Kalyanam
Short review
Internet Marketing & eCommerce provides a thorough introduction to how the internet has changed marketing, commerce, and business development. The book combines theory and practical examples in digital marketing, e-commerce, customer behavior, value creation, and digital business models. Although written at a time when the internet was still in its infancy, many of the fundamental principles are still highly relevant.
Why we recommend the book
This book was an important part of my own learning journey in digital marketing and e-commerce. It helped build my understanding of how technology, customer experiences and business strategy are interconnected – an insight that later became very important in my work with SAS, the Norwegian Opera & Ballet, Bærum Municipality and eventually the project The Invisible Capital. Many of the ideas about customer value, digitalization and innovation presented on the website have their roots in the knowledge this book conveys.
The Innovator's Dilemma: When New
Technologies Cause Great Firms to Fail
Author: Clayton M. Christensen
Short review
The Innovator's Dilemma is one of the most influential books on innovation and technological change. Clayton Christensen introduces the concept of "disruptive innovation" and shows how even the most successful businesses can fail when new technologies and business models change the market. Through a series of examples, he explains why established companies often have difficulty adapting to radical change - even when they do "everything right."
Why we recommend the book
This book has had a major impact on how I view innovation, digitalization, and change management. It provided a new perspective on why established businesses are challenged by new players, and why the ability to think differently is crucial in a world characterized by continuous technological development. Many of the reflections in The Invisible Capital on innovation, digital transformation, and value creation are based on the insights Clayton Christensen conveys in this classic.
Mastering AI: A Survival Guide to Our Superpowered Future
Authors: Jeremy Kahn
Short review
Mastering AI takes the reader behind the scenes of the companies and researchers shaping the modern AI revolution. Jeremy Kahn explains how artificial intelligence is developed, the technological breakthroughs that have made today's language models possible, and how AI is impacting business, politics, and society.
Why we recommend the book
A highly relevant book that combines technology, business, and societal development. Perfect for leaders, decision-makers, and anyone who wants to understand where artificial intelligence is headed.
AI Needs You
Author: Verity Harding
Short review
AI Needs You is about why artificial intelligence is not just a technological issue, but also a question of democracy, ethics and social development. Verity Harding argues that the AI of the future must be developed in collaboration with people, governments and business.
Why we recommend the book
An important book for anyone who wants to understand how artificial intelligence affects society and why responsible development will be crucial in the years to come.
The Worlds I See
Author: Fei-Fei Li
Short review
The Worlds I See is the personal story of Fei-Fei Li, one of the world's most influential AI researchers. The book combines autobiography with the history of the development of modern artificial intelligence, showing how research, technology, and human values are closely intertwined.
Why we recommend the book
An inspiring book that provides a unique insight into the development of artificial intelligence through the eyes of one of the field's most central researchers.
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